Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 25

The term “big data” refers to a set of data sets that are too large to be collected, analyzed, graphed and analyzed using traditional software. Moreover, these data are usually unstructured. For businesses and marketers, the biggest challenge for big data is how to get accurate, relevant and executable insights into vast amounts of information.

In August 2010, Google’s Eric Schmidt provided the following insights, which perfectly summed up the challenges of data and its exponential growth: “Since the birth of the world to the year of 2003, humans created five-exabyte of information. But now, we can create five exabytes every two days. So, you can understand how painful the information market is.” Data scientist Jack Yamuka said that “Data science is not just about digital computing, but about humans. Data comes from human behavior. Big data scientists have the ability to understand people. The most ideal result is that big data can help people.” In the age of data, the biggest challenge for companies and marketing CMOs is not the data itself, but how to make meaningful data interpretations.

Advances in technology and data handsets enable marketers to track, review and improve all aspects of digital activities. The ability to quickly compare campaigns with real-world results can help companies continue to refine their brand information and marketing campaigns and better connect with existing customers and prospective customers through marketing content. If we consider big data as mine and oil, then big data marketing is one of the commercial applications of mines and oil. Digital marketing is “(content platform + digital platform) × big data operation × upgraded marketing strategy thinking”. Customers, data and technology need to be integrated and there is a chapter devoted to this issue later on in this book.